ROYAL ENFIELD marketing plan

1. ROYAL
ENFIELD
"Made like a gun, goes like a bullet"

2. Study work - Marketing plan
Topic : ROYAL ENFIELD
SUBMITTED BY :
SHINTO CHAKKIATH ANTO (191ADB081)
EMIL PINAKKATTIL JAIN (191AMC059)
JERIN JOSEPH (201AIB074)
INSTRUCTOR:
Ms. IEVA ANDERSONE
COURSE TITLE : MARKETING
CODE : IUE219

3. EXECUTIVE SUMMARY
Royal Enfield is an Indian motorcycle manufacturing brand with the tag of "the oldest
global motorcycle brand in continuous production" manufactured in factories in Chennai
in India.
Royal Enfield is a well-known automobile company that primarily deals in manufacturing
of motor cycles and cycles. Apart from that, it produces lawnmowers, stationery engines
and rifles. The company's motto, “Made Like A Gun”, reflects its weapon making legacy.
VISION " To be recognized as the industry leader driving modernization in biking in India
and the developing world.
" MISSION " Aims to continuously improve biking efficiency in India and developing
markets . Customers are the integral part of the Organization & Creating a Family of
Bikers Bond "

4. INDUSTRY ANALYSIS
• Indian motorcycle industry is the largest in the world with an annual production of over 2 . 3
million units , overtaking China .
• The total market size of the automobile industry is RS 540 billion rupees and has been growing
at 8 % per annum .
• In the last 4 to 5 years , the two wheeler segment has driven the overall volume growth on the
account of spurt of sales in motorcycles .
• The country is now the second largest producer of two wheelers in the world.
• In all , over 6 . 6 lakh Royal Enfield motorcycles were sold across the world in 2016 - 17 . The
company is planning to ramp up its production to nearly 900 , 000 motorcycles by the end of
2018.
• The export sales of Royal Enfield grew by an enormous 191 per cent to 4,642 units in
September 2019.
• The overall sales of Royal Enfield (domestic + international) plunged by 17 per cent to 59,500
units in September 2019.

5. PRODUCTS
RETROS
• Bullet Standard
• Electra
• Thunderbird
• Classic
in both 350cc & 500cc
variants .
CRUISERS
• Classic Chrome
• Desert storm
Squadron blue and
forest green / black in
only 500cc variants.
CAFE RACERS
• Royal Enfield
Continental GT
650cc
• Royal Enfield
Interceptor 650
ADVENTURE TOURERS
• Royal Enfield
Himalayan 411cc
ROYAL ENFIELD OFFERS:

6. COMPETITION
JAWA MOTORCYCLE
The modern Jawa
Motorcycles portfolio
consists of three models
which are the Jawa, Jawa
42 and the Jawa Perak.
BAJAJ AVENGER
• Avenger Street 160.
• Avenger Cruise 220.
• Avenger Street 220.
BAJAJ DOMINAR 400
PRIMARY COMPETITORS ARE :
BENELLI IMPERIALE
400

7. COMPETITIVE ADVANTAGE
So, taking the above competitions, Enfield fulfilled the most number of needs as
compared to other competitors.
When we are comparing with our competitors some specific issues make customers
rethink about Enfield it gave us more probability than our opponents.
Specifically , if we take JAWA or BENELLI IMPERIALE 400 for it’s classic style and
vintage touch then the service charge and maintenance will be high ,in such a case Enfield
hold the experience of decades in developing and creating the perfect vintage motorcycles.

8. DISTRIBUTION STRATEGY
The promotional and advertising strategy in the Royal Enfield marketing strategy is
as follows:
Royal Enfield has always focused on a holistic and complete marketing approach.
To increase the volume of bikes sold, Royal Enfield has decided to focuses more on the
consumers need rather than engineering.
• Distribution Strategy Royal Enfield distributes its motorcycles only through who act
as distributers of motorbikes in a specified area which acts as producer to dealer
channel.
• Distribution Merchandise
• Available in all branded Royal Enfield stores , RE followed the promotion strategy
first initiated by Harley Davidson motorcycles . The various bikers merchandise
available such as helmets , gloves jackets , boots , belts , protective gear etc .

9. SWOT ANALYSIS
STRENGTHS
• No Competition in 350cc and
500cc segments of the market
• Proven product durability
• Customer retention
OPPORTUNITIES
• Introduction of motorcycles in
entry and executive segments of
the market.
• Encourage the sales with
advertisement.
• Introduce customer relationship
management.
• Innovation of products
• Offer better finance schemes
WEAKNESS
• High prices
• Less advertisement
• Little / negligible product
innovation
THREATS
• Movement of Industry
towards premium segments
of 250cc
• Entry of exclusive foreign
players
• Entry of other players in
350cc and 500cc segments of
market

10. AREAS OF SALE
• Sales of motorcycles in the premium category ( those with an engine displacement of 150cc and above
) surged to 1 . 7 million units in FY 2016 - 17 of which 1 . 5 million units in 2015 - 16 , making it the
fastest - growing segment in the market .
• 350 - 500 cc bike sale is 1 . 7 million out of 17 million total bike sale across India Approx - 10 % - of
the total segment ) .
• However , two wheeler industry registered sales at a growth rate of 6 . 89 percent during FY 2017 over
FY 2016 to register sales of 17 million .
• The following graph displays the total sales of the two wheelers in India for the FY 2016 - 17 .
• The Royal Enfield Bullet ( 350 cc , 500 cc ) and Classic models ( 350 cc , 500 CC ) , of motorcycles
operate in the 350 cc - 500 cc segment and 500 cc plus segment respectively in the Indian motorcycle
industry . This segment is unique as it was originally created by the Bullet series of motorcycles when
they were first launched in India.

11. SALES GROWTH OF 500CC+
Graph shows the sales of
500CC+ Enfield
Motorcycles during May
2018 to May 2019

12. MARKET SHARE
36%
26%
15%
12%
4%
4% 3%0%
Sales
HERO MOTOCORP
HMSI
TVS MOTOR COMPANY
BAJAJ AUTO
ROYAL ENFIELD
INDIA YAMAHA MOTOR
SUZUKI MOTORCYCLES
OTHERS
The pie chart describes the
consolidated market share
of the indian motorcycle
companies for FY 2018-
19.royal enfield hold 4%
market share indicating
robust sale for the year
2018-19.

13. MARKETING STRATEGY
• Royal Enfield has done only two campaigns on TV " Shaan Ki Sawari " and “ Jab
Bullet Chale Toh Duniya Rasta De " .
• Has also been featured in many movies .
• Royal Enfield Rider Mania .
• Royal Enfield also organizes Rider Mania in Goa each year in December .
• Branding through Royal Enfield Riders Club and Communities : Royal Enfield
heavily promotes the Club culture amongst its riders .

14. ACTION PROGRAMMES
Best trip story writing contest : -
• Encourage people to go on rides and express their stories via blog.
• Once they purchase a bullet , they are updated with all the activities done by Royal
Enfield .
• Royal Enfield has effectively used the online media to bond all the bullet riders
together and spread the feeling of brotherhood .

15. BUDGET
• Production of 846,000 units during the 2018-19 financial year.
• There was a revenue of ₹8,965.00 crore (US$1.3 billion) during the
2018-19 financial year. With a net profit of ₹1,960 crore (US$270
million).
• The export sales of Royal Enfield grew by an enormous 191 per cent
to 4,642 units in September 2019.
• The overall sales of Royal Enfield (domestic + international) plunged
by 17 per cent to 59,500 units in September 2019.

16. CONTROLS
• Excite customers about the product with
promotions.
• Engage customers, create web pages and chat
rooms.
• Research and development.
• Allow customers to experience the new products.
• Creating a public image by promoting the weapon
making legacy.

17. THANK YOU